The global fast-fashion marketplace model is facing increasing pressure as regulators tighten rules around online platforms while the economics of ultra-low-cost cross-border retail become more challenging. The European Union has intensified scrutiny of major online marketplaces under its Digital Services Act, placing greater responsibility on platforms to address illegal and counterfeit products. The regulatory environment represents a growing challenge for businesses operating enormous third-party seller networks, where monitoring millions of listings can be difficult. For years, platforms selling inexpensive fashion and consumer goods directly from overseas suppliers benefited from low manufacturing costs, inexpensive international shipping and favourable import arrangements in some markets. Such infrastructure could improve delivery times while reducing exposure to changing international trade rules.